2009 © Skype . Commercially confidential 1 1

CS Content team On a mission to communicate!

Larissa Flynn

External Education & Content Manager, Skype

September 2011

2009 © Skype . Commercially confidential 2

Click on the icons to jump to the topics

What is ?

Where we began, and what we found

Initiatives for improvements & achievements

Continued efforts & Enablers to success

What next?

Questions

Agenda

2009 © Skype . Commercially confidential 3

What is ?

Available on multiple platforms

Pay a little….

Use all these features

What you can do for FREE

2009 © Skype . Commercially confidential 4

Fast Facts!

Founded 2003, based in Luxembourg

~177 Million users each month, using

an average 100mins per month

~30m concurrent users at peak times

20% Global International Calls*

Available across the globe in 32 languages for Windows & 16 for Mac

In May 2011, Skype announced it had entered into a definitive agreement

with Microsoft for acquisition for $8.5bn

2009 © Skype . Commercially confidential 5

Where we began…

The Enterprise Team & Skype Academy, 2009

Formed under Business Operations,

January 2010

Business Case and team expansion,

June 2010

Localised into Eight languages

Operational Readiness given, aligned to Online Support RV

and moved to Customer Services, Summer 2011

Multiple Content Types

2009 © Skype . Commercially confidential 6

What we found…touch-points in the customer journey

Categorisation

of content Search tuning

New content

Localisation

Maintenance

Upsell

New content

Localisation

Maintenance

Upsell

Email

Chat

Home Page Search Content Pages

Agent Responses Configurable Form Contact Methods

Deflection

through content

2009 © Skype . Commercially confidential 7

What we found… Barriers to success

Limited Governance Lack of Content Strategy, Service Level

Agreements, measurement & reporting Long Turnaround Times Low agility of the authoring process, content

lifecycle difficult to manage

Out of Core Business Support content authoring out of

Skype’s core business

Low Flexibility Inability to support varying volumes of

requests

Low Transparency Hard to track real spending & distribution

between product lines & features

2009 © Skype . Commercially confidential 8

Initiatives: Support Request Form (H2 2010)

2009 © Skype . Commercially confidential 9

Initiatives: Support site redesign (2010-2011)

2009 © Skype . Commercially confidential 10

New to Skype? Now with Video!

2009 © Skype . Commercially confidential 11

Online content analytics insight

54 times the number of customers

who contact us visit the FAQs online

Customer Service Operations

Contacts - Email & Chat

Online Support

FAQ Visitors

Analytics awareness:

• What are customers searching for?

• What content has the highest propensity for

customers to contact us after seeing it?

• What route through the site do customers take, and

what are the most popular routes for those who

eventually contact us?

• What content do we not have that we need to create?

2009 © Skype . Commercially confidential 12

Achievements to date

Decrease propensity to contact through improved content

Improved overall content on support website, deflected users by publishing FAQs in configurable form,

created user guides and published getting started videos. Reduced PTC by 49% for customers who

have viewed at least 1 piece of content

Localisation of PreDef content to improve agent efficiency

Closed PreDef content gaps by localisation of agent PreDefs into 7 supported languages, and retired

unused or duplicated content. Reduced the gap by 36% in 2010 (now 0%), aiding increased FCR.

1

2

2009 © Skype . Commercially confidential 13

Achievements to date

Generate income from up-sell links in FAQs

Identifying FAQs & Predefs suitable for up-sell opportunities, and adding trackable tags to identify the

content as either a contributor or the initiator of any sales. Almost 30,000 orders were placed in 2010

alone.

The FAQ, “How does Skype make money?” made a significant contribution to this.

3

2009 © Skype . Commercially confidential 14

Achievements to date

Website FAQ re-categorisation

Adding new categorisation increased visibility of some of the Mobile content by 200%

Net Promoter Score (NPS) Survey Feedback

• Customer experiences with online help pages and Customer Services have a strong impact on NPS.

They are “moments of truth” that can lead to disappointment, but can also have a huge upside if

issues are resolved smoothly.

• Quarter on quarter increase of 6% in issue resolution (16% in some regions).

4

5

2009 © Skype . Commercially confidential 15

•Style guides (Editorial style guide and Content team guidelines)

•Content Engagement and lifecycle process documents (on

Confluence)

•Checklists (for perfect predefs and fabulous FAQs)

•Technical, SME and peer review processes

•Using top PTC FAQ report to drive improvement

•Using 404 report to fix broken links.

•Using customer feedback to drive improvement

FA3281 How do I add contacts? 1

28% (43) had problems with the FAQ “I can’t find the menu bar”

** we’ve already addressed this in the new user guide **

10% (15) needed CS help or had a

problem with product

“The Skype add contacts screen does not appear!! merely a

white blank page.”

“By making it a lot simpler”

63% (98) irrelevant comments “i dont like ur face ur look just like monkey”

Ongoing Improvements…

2009 © Skype . Commercially confidential 16

High Flexibility Eliminated single points of failure

Increased Governance New Service Level Agreements, measurement

& reporting

More Transparency Impact Statements, Customer Feedback etc.

Shorter Turnaround Times Processes and Engagement Models, RACI

Model

Enablers to Success

2009 © Skype . Commercially confidential 17

Continued struggles

•Supporting the Agile model

•A/B product testing

•Urgent localisation turnaround

•Manual upload of content to KMS

What next?

Ongoing Initiatives

•Proper meta-tagging of FAQs to enable regular targeted review

•Auto surfacing content dependent on Customer type and platform usage

•Work with skype.com teams to improve product page-to-FAQ linkage and ensure correct messaging

•Make improvements to the support request form to utilise different types of content and improve

information obtained to aid CS Agents with FCR

•Engage with forums - what are the common issues/trends?

•Increase video or interactive user guide (video snippets) usage

•Retire old content

•Add further languages to https://support.skype.com/

•Improve search tuning for non-English content

2009 © Skype . Commercially confidential 18 1

Thank you!

Any Questions?

larissa.flynn@skype.net

http://uk.linkedin.com/in/larissaflynn

2009 © Skype . Commercially confidential 19

Impact Statement Example

2009 © Skype . Commercially confidential 20

Engagement Processes

2009 © Skype . Commercially confidential 21

Content Example

Embedded graphics for search friendly content